# Cheeky Laundry Ad Campaigns Softlan Ultra Makes Clothes So Soft, Athletes Become Gay By mediterranean | Published 2009-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fsoftlan-ultra-gay-ads References: [homotography.blogspot](http://homotography.blogspot.com/2009/01/softlan-ultra-makes-players-gay.html) & [adsoftheworld](http://adsoftheworld.com/media/print/softlan_ultra_rugby) Have you ever wondered why [macho athletes](https://www.trendhunter.com/trends/whole-darn-arm) always seem to be almost intimate in their frequent close proximity to each other? Now we have the answer to the mystery in the form of new ads for Softlan [Ultra](https://www.trendhunter.com/trends/nonaddictive-pouch), a [fabric softener](https://www.trendhunter.com/trends/snuggle-rebrand). Turns out that this softener is to blame. The players love the soft and smooth feeling of the clothes that were washed using Softlan Ultra so much that they just can’t let go of the embrace. The silly but fun campaign was created by Y & R (Kuala Lumpur, Malaysia) with creative team Rahul Mathew, Rowan Chanen, Richard Chong, Scott McClelland, and Rahul Mathew. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 19% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Intimate Brand Advertising:** Opportunity for brands to create cheeky and fun ad campaigns that playfully challenge gender stereotypes. - **Emotional Association with Products:** Opportunity to evoke strong emotional connections with consumers by associating products with positive feelings and experiences. - **Unexpected Product Associations:** Opportunity to surprise and engage consumers by connecting products with unexpected themes or contexts. ### Who This Affects Most - **Fabric Softener:** Disruptive innovation opportunity to reimagine fabric softener advertising by incorporating humor and playful messaging. - **Sports Apparel:** Opportunity for sports apparel brands to explore unique marketing campaigns that emphasize the comfort and softness of their products. - **Advertising and Marketing:** Opportunity for creative agencies to develop unconventional ad campaigns that challenge traditional norms and create memorable brand experiences. ## Related on Trend Hunter - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Naturally Inspired Fabric Softeners](https://www.trendhunter.com/trends/fabric-conditioners.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Botanical-Inspired Laundry Products](https://www.trendhunter.com/trends/comfort-laundry-products.md) - [Comedic Body Wash Ads](https://www.trendhunter.com/trends/moist-humor.md) - [Hug-Activated Marketing Machines](https://www.trendhunter.com/trends/hug-to-unlock.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md)